July 09, 2025
Ali Din of Premier NX Talks the Digital Transformation Journey
Every business remains under pressure to initiate or complete a digital transformation, or to achieve success after previously failed attempts. The ballpark figure of 7/10 transformations failing means somewhere, someone in the business isn’t paying attention.
That transformation journey remains one that strikes confusion and potentially fear into large parts of any business that has managed to “successfully” shoehorn technology in and around its operational processes. As Ali Din, CEO of Premier NX, begins talking with CXM, he notes that transformation is not a race, but a journey.
Premier NX has over 20 years of experience helping businesses along their transformation journey, and has guided mid-market firms, whether technology- or resource-challenged, to the promised land.
What are the goals and common problems you see with digital transformation?
The primary goals of any digital transformation journey are agility and insights. Most mid-market firms we observe have data spread across multiple locations and departments. And the larger the firm, the more complex the legacy spread of data and apps can become.
Some of the data is structured, but often unstructured, complicating the process of connecting data points to insights. This requires some discovery work to locate and assess all the applications and data necessary for a digital transformation.
The key challenge is ensuring clarity on the objectives of digital transformation. Technology without direction is like investing in a GPS without a destination in mind. Evolving digital experiences require candidly assessing the current state, identifying short-term and long-term goals, and building a roadmap.
If you are focused on customer experience, creating customer journeys leads to tailored CX solutions that can have a meaningful impact on companies, especially those with legacy contact centres or online support.
And where does AI get involved in the process?
Almost every company out there is chasing scale, speed, and automation. But the real long-term advantage is trust. At Premier NX, we help clients build that trust while automating and staying human-centered. I believe AI should enhance —not replace—human connection and strongly believe in “human-in-the-loop.”
When we engage mid-market companies for digital transformation initiatives, we conduct that assessment and build a roadmap. We then screen applications (usually AI-enabled) for their suitability and provide recommendations. We conduct extensive R&D using LLMs from our AI Innovation Lab, where appropriate, to create efficiencies and new services that improve business performance.
We also offer chatbots and agent-assist AI solutions that help provide self-service automation, speeding up support for the company and its customers.
Are clouds and compliance a big value-add for most firms?
The biggest value in the cloud is the ability for customers to scale as their business grows, which comes as a major benefit for companies with sprawling infrastructure needs and limited resources.
Technology is at the core of any transformation, but at every step, we strive to do the right thing for the customer, ensure they approach change management effectively, and work with them through any challenges and as new opportunities arise.
What are your biggest successes, or a transformation that went way beyond what the company was expecting?
A standout transformation occurred in the construction and home improvement industry marketplace. Initially, they engaged us to upgrade their contact center operations. However, through our Premier PRIME Tech framework (Plan, Recommend, Implement, Manage, Enhance), what started as an isolated implementation evolved into an enterprise-wide transformation.
We began by aligning their goals in the Plan phase and quickly identified opportunities beyond support, touching sales operations, customer engagement, and performance insights. In the Recommend and Implement phases, we deployed a new tech stack and integrated real-time analytics. Once live, our Manage and Enhance stages ensured optimization, adoption, and continued performance gains.
The result: a more consistent sales process, significant improvements in agent efficiency and training, and real-time visibility that reshaped how they make decisions and serve customers. What they started with was a technology upgrade—what they got was a transformation in how they sell, support, and scale their business.
About Ali Din
Ali Din has had an IT industry career in the last 20 years that has spanned product development, finance, and most recently, marketing and brand management. Currently, he is the CEO of Premier NX, where he is responsible for the overall strategy and direction of the company – bringing a blended background in technology, services, and HR solutions.
Prior to this role, Ali was the VP of Marketing and Product Development for En Pointe Technologies (recently acquired by PCM), where he managed key lines of business including HP, Microsoft, and e-business. He graduated with a B.A. in Economics from the University of California at Los Angeles, and obtained his MBA in Marketing from the University of Southern California.
